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Mar 26, 2013

Coca Cola Plans For New Business Grow

4 of Coca Cola's
newest brands:
illy issimo coffee, Core Power,
Zico Coconut water, and
Honest Tea
Coca Cola's Venturing & Emerging Brands (VEB) team predicts that 33% of growth in the beverage industry will come from new brands that are not in existence today.

Created in 2007, VEB's mission is to build Coca Cola's new brands.  In recent years, they have acquired and nurtured NOS Energy, FUZE juice, Honest Tea, Zico Coconut water, Vitamin Water, Core Power, and illy issimo ready-to-drink coffee.  They are currently reviewing 25 others brands to see if they want to bring them into the Coca Cola team.  VEB team members spend a lot of time at health food stores, beauty salons, gyms and other places where they can learn more about new consumer tastes and interests. 

For more see the in-depth interview with VEB President Deryck Van Rensburg and Matthew Mitchell, Director of Business Development at:


Also see: 




About Margaret


CEO and Curator (The Food Museum) | Managing Director and Chief Editor (GR2 Global LLC) | Educator (UCLA PhD) | Researching and writing on global food issues, nutrition and health, sustainability, history (preservation), conservation (natural resources), and design.
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